Facebook Tops Brand Visibility, Usage

Among U.S. consumers, it would be difficult to overstate the current strength of Facebook’s brand.

Asked about companies that connect the world, Facebook was mentioned far more than
any other brand, according to fresh findings from System1 Research.

In terms of connectedness, Facebook was mentioned at double the rate of Google, nearly three times the rate of Apple,
and more than 10 times the rate of Twitter.

More broadly, 81% of consumers say they use Facebook on a regular basis, according to the behavioral science and marketing company formerly known as BrainJuicer, which
based its findings on a sample of 850 US adults.

advertisement

advertisement

Asked about regular use, Google was cited by 79% of respondents, while 43% of consumers cited Apple and Twitter, 40% cited Instagram and
25% cited Snapchat.

As for emotional responses, however, more consumers (55%) said Google’s brand inspired happiness than those who said Facebook inspired happiness (50%).

That
was significantly higher than the 40% of consumers who said Apple stirred happiness in their hearts, or the 32% who linked the Twitter brand to happiness. Some 30% linked Instagram to happiness, while
25% connected Snapchat to the emotion.

Despite recent efforts to repair its brand, Twitter elicited the most negative emotions among respondents. A full 9% of consumers connected the brand
with contempt, while 5% associated the brand with disgust.